The first colors chosen for the new club were white, azure blue and golden lemon as an homage to Concórdia Club. But the difficulty to fabricate the colors on the uniform during those times forced a board meeting a year after the club's foundation. Pelúcio Paul suggested switching the official colors to white and black. According to Paul, the color white represents peace and black represents nobility. It received wide approval from the club members and the president of Santos, Raymundo Marques, based the club on the new colors.

In 1912, Santos adopted a black and white striped shield, with one of the early leather footballs in the middle and a diagonal band with the letters "SFBC". A crown was added to the crest in 1913. In 1925, the crown was removed from the crest and it took its future form, only going through a remodelling in 2005.